9.13.16

Joey L Brings You Along with San Miguel

As a brand, San Miguel understands that they fit into the lives of real people. Instead of framing themselves as a destination in their latest campaign, they want their customers to see them as a partner. San Miguel comes along with you in your life, and who better to show off that part of the brand identity than Joey L?

“[We are] highlighting men and women who have devoted their lives to pursuing the most valuable of all things: experiences.” Experiences are challenging to fit within a two-dimensional frame, so Joey linked up with some exciting characters and created contextual portraits that show off what they do and where they do it. His subjects included photographer Robbie Shone, horse whisperer Simin Nadjafi Hinrichs, and artist Tony Plant. For each one of them, he went to their environment and caught them in action doing what they do best.

The most memorable shot for Joey was photographing Shone who does most of his photography in vast settings, many underground. Joey trailed him into one of those incredible caves. “Although we shot this after a long trek at the huge entrance to the cave, my job as a photographer is a lot less daunting compared to Robbie,” says Joey. “He's the real deal and spends days in the darkest depths of the world, squiggling through tiny claustrophobic crevices with his gear, setting up flashes in complete darkness, and creating some incredible photographs.” The work that Robbie does is incredible, but maybe Joey is being a little hasty. Joey’s own work from the South Sudan, to the agave fields of Mexico, to the streets of Brooklyn have honed the skills necessary to follow any artist to their part of the world and bring back a perfect representation of that experience.